![Formulas:
Conversion Assumption: 0.2% Conversion via Landing
page
Calculating #of Sign Ups: Clicks to the landing page
*0.002 = # of Student Sign Ups
Note: Please round to the nearest whole number
CPA: Cost of Campaign/# sign ups = CPA
Note: Please round to the nearest cent
ROI: [(299 Profit) - CPA] * # of Student Sign Ups = ROI](https://image.slidesharecdn.com/project8evaluateadisplaycampaign-201220165720/85/Project-8-evaluate-a-display-campaign-3-320.jpg)
Project 8 evaluate a display campaign
- 2. Assumptions Marketing Objective: You are running an advertising campaign with the goal of signing up students for the Digital Marketing Nanodegree Cost: The cost of the degree is $999 Profit: For the purpose of this assignment, assume a profit margin of 30%, meaning that Udacity makes $299 in profit per student that signs up. Campaign: We want to aggressively grow the program, but, we want to do it without losing money.
- 3. Formulas: Conversion Assumption: 0.2% Conversion via Landing page Calculating #of Sign Ups: Clicks to the landing page *0.002 = # of Student Sign Ups Note: Please round to the nearest whole number CPA: Cost of Campaign/# sign ups = CPA Note: Please round to the nearest cent ROI: [(299 Profit) - CPA] * # of Student Sign Ups = ROI
- 4. Part 1 Evaluate a Display Image Campaign
- 5. Display Image Campaign: Overall Results Find below the overall results of the Display Image Campaign targeting the Affinity Audience. The Affinity Audience consisted of Business Professionals Social Media Enthusiasts.
- 6. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. Highlight Key Results 3. What was the overall ROI of the campaign? Was it Positive or Negative? Creative Clicks Impressions CTR Avg CPC Campaign Results 1243 200,957 0.62% $0.36 Cost Conversion Rate # New Students CPA ROI +/- $$ 0 $149.05 $448.95 0.2% 2 $224.475 $149.05 or +33.199%
- 7. How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, changes to targeting) Suggestion 1: A/B test different colors Suggestion 2: A/B test different creatives Suggestion 3: A/B test different Ad copy and highlight the vlaue propositon
- 8. Part 2 Evaluate a Display Image Campaign
- 9. Display Image Campaign: Site Targeting Find below the overall results of the Display Image Campaign targeting placements (site targeting). This audience consists of the Digital Marketing partners’ landing pages.
- 10. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative? Creative Clicks Impressions CTR Avg CPC Campaign Results 407 67,833 0.60% $0.57 Cost Conversion Rate # New Students CPA ROI +/- $ $231.99 0.2% 1 $231.99 $67.01 or +28.884%
- 11. How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, changes to targeting etc…) Suggestion 1: Keywords with high CPC needs to be paused Suggestion 2: A/B test different creatives Suggestion 3: A/B test different headlines Suggestion 4: Include reviews and reccomendations from students who have graduated from DMND and are now successfully placed in famous companies or are successful freelancers.
- 12. Part 3 Evaluate a Display Image Campaign
- 13. Display Image Campaign: Overall Results Review below the overall results of the Display Image Campaign targeting visitors to the Digital Marketing Nanodegree Program landing page
- 14. Results: Calculate the ROI 1. Present the results of the overall campaign by completing the table below. 2. What was the overall ROI of the campaign? Was it Positive or Negative? Creative Clicks Impressions CTR Avg CPC Campaign Results 670 109,994 0.61% $0.35 Cost Conversion Rate # New Students CPA ROI +/- 0.2% 1 $234.50 0.2% 1 $234.50 $64.5 Or +27.5%
- 15. How would you optimize this campaign? Provide at least three suggestions to improve this campaign. (Answers might include things like: A/B testing, different creative, adding or changes to targeting, etc…) Suggestion 1: A/B test different colours Suggestion 2: A/B test different ad creatives Suggestion 3: A/B test different Ad copy and highlight the value proposition Suggestion 4: Experiment with better attractive headlines that attracts younger people. Suggestion 5: Entice students with offers. After all students are always short on money.
- 16. Part 4 Results, Analysis, and Recommendations
- 17. Which campaign performed the best? Why? Campaign 1 (Affinity Audience) performed best with 2 conversions and a 33.199% ROI, given the assumed Conversion Rate of 0.2% All three campaigns have about the same CTRs ie, 0.62%,0.60% and 0.61% so they attract viewers at about the same rate, which means the difference in performance is largely due to the difference in number of impressions,of which the first campaign has by far the most (being the reason for top rank in performance and conversions) All this is probably due to the type of targeting ie the size of the target audience or the reach,which would be greatest for all business professionals or social media users for campaign 1, followed by visitors of the DMND (for campaign 3) and apparently the DMND’s partner’s landing pages (for campaign 2)
- 18. Recommendations for future campaigns Suggestion 1 :If I get some additional time and budget, first I would performed the tests I suggested above for campaign 1 and campaign 3 respectively to enhance their performance. Suggestion 2: Since campaign 2 performed much less than other two campaigns ( although campaign 2 still has a positive ROI), I would like to pause the keywords with high CPCs. If the performance of campaign 2 doesn’t improve drastically this campaign must be paused to free budget for other more promising campaigns. Suggestion 3:Expand the list of keywords with keywords similar to the best performing keywords. We can make campaign more efficient by optimizing our keyword list. The most important strategies are adding long tail keywords and pausing the expensive keywords. Suggestion 4: Include reviews and recommendations from students who have passed out from Udacity DMND program and are now successfully working in their respective fields Suggestion 5: Include offers and headlines to entice young students who are eager to learn but have monetary limitations